15/07/2021 – Products / Gin / Caorunn / Scottish Highlands / Speyside / TV Campaign
Caorunn illustrates ‘Gin Genius’ with first UK nationwide TV ad campaign
A new TV ad campaign set to air this summer in the UK will highlight the ingenious processes and ‘Gin Genius’ philosophy of Scottish gin producer Caorunn.
Caorunn certainly don’t do things like other gin-makers. Since 2009, the handcrafted gin –meticulously created at a malt whisky distillery in the Scottish Highlands – has gained recognition all over the world for its ingenious processes.
For starters, the company lovingly and painstakingly re-engineered a 1920s copper berry chamber, originally designed to extract oils for the perfume industry, and gave it a brand-new life for the creation of an incredible collection of gins – a wonderful example of Caorunn’s ‘Gin Genius’ brand philosophy.
In collaboration with celebrated artist Chelsea Frew, Caorunn has brought this idea to life for the firm’s first-ever nationwide TV campaign in the UK.
The animated advert draws the viewer into Caorunn’s home at the Balmenach distillery in the breath-taking Speyside region of the Scottish Highlands, introducing that famous Copper Berry Chamber, before taking us outside into Scotland’s outstanding natural pantry to forage for five local botanicals.
Chelsea’s work inspires a concise and entertaining TV spot that looks destined to cement Caorunn’s position in the market and further elevate its brand status. Making its on-air debut on 1 July, the advert will also be used for regional Video on Demand services.
“Ingenuity is our secret ingredient”
The gin market can often appear as an overcrowded and confusing sector for consumers to navigate. Due to the recent boom in the last five years, there are plenty of gin-makers claiming that their product is handcrafted, unique, and representing something special.
“Ingenuity is our secret ingredient,” notes Caorunn’s Brand Manager Gillian Gibson. “It was always clear to us that we had the story of our genuinely unique processes to act as the foundation for our brand offering and share with our customers. Ingenuity is our thread through the entire brand story; it drives everything we do on all levels and differentiates us in a competitive space. And so, ‘Gin Genius’ was born.”
Fusing traditions with innovation
The TV campaign will run across Sky channels this summer and will be supported by PR, social and other activities still to be revealed throughout 2021. The TVC has been created by The Leith Agency and produced by Tanami, from initial illustrations created by Chelsea Frew. Media buying by Republic of Media and PR by Stellar.
“The TV advert is testament to us really understanding what our customers want to know from us,” said Lynne Buckley, Caorunn’s Marketing Manager. “They learn how we fuse centuries old traditions together with innovative taste profiles and ingredients for an extraordinary gin that they will want to share.”
Caorunn, Master’s Cut, Scottish Raspberry, and Highland Strength make up the Caorunn product family of handcrafted gins. The brand retails in selected Tesco, Waitrose, Amazon and Sainsbury’s stores, alongside other specialist spirit retailers such as The Whisky Shop. RRP £28.
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